Cluster analysis and market segmentation
Abstract
Suggests that segmentation technology has become increasingly sophisticated in recent years and the role of multi‐dimensional techniques in marketing analysis is increasingly being recognised. Proposes that rather than segmenting a market by one or two criteria, cluster analysis enables segmentation to be made on many dimensions simultaneously. Concludes that the scope for marketing initiative is widened by this powerful segmentation procedure.
Keywords
Citation
Christopher, M. (1969), "Cluster analysis and market segmentation", European Journal of Marketing, Vol. 3 No. 2, pp. 99-102. https://doi.org/10.1108/EUM0000000005210
Publisher
:MCB UP Ltd
Copyright © 1969, MCB UP Limited